Our relationship with adversity can be directly linked to our exposure to it and experience of it. UK’s Channel 4 has risen to the call to challenge societal perceptions of disability and all the narratives that go along with them.
2020 | Super. Human.
Super. Human. is the 2020 follow-up to Channel 4’s multi-award-winning campaigns We are the Superhumans (2016) and Meet the Superhumans (2012) from Rio and London Paralympic Games. “And our hope is that this powerful and provocative film will once again stir viewers and continue Channel 4’s legacy of challenging attitudes and giving a voice to those with disabilities” (Zaid Al Qassab). “Yet, we spotted an opportunity to present Paralympians in a way they hadn’t been shown before – by pointing a camera at the realities of their lives, and, as with any elite athlete, the sacrifices they make in pursuit of greatness. Whether that’s defying medical advice, missing children’s birthdays, anxiety, repetition, getting endless blisters – collectively these choices paint a story of mental determination, not of disability” (Lynsey Atkin). The closing line used in the campaign is “To be a Paralympian there’s got to be something wrong with you” Atkin explains the line’s intention as being “The line summarises the truth that what differentiates these Paralympians from the rest of us is not physical, but is instead a level of determination, focus and ambition most of us could only imagine choosing. It is taking a piece of ill-used language, reimagining it’s intent and putting that power firmly in the hands of our elite athletes.” (Read full article here)
2016 | We are the Superhumans
“Channel 4 aims to “take another step forward” in changing the conversation around disability, its new effort for the Rio 2016 Paralympic Games, ‘We’re The Superhumans’, works to widen the definition of what ‘superhuman’ is by featuring Paralympic athletes alongside everyday people with disabilities going about their daily lives, or doing something amazing like flying a plane with their feet… The idea was to get a bigger and better representation of disability on screen in a way that championed the everyday as well as the athlete, and align the tone of the ad with people’s perceptions of Brazil; warm, colourful, energetic. … Of the 100+ people who feature most prominently, 17 are musicians, there are 39 Paralympians and 53 non-athletes.“ (Read full article here)
”When I see this I don’t see ”disability-pity-me”, I see “I’m different I overcame to survive in positive and so can you!” … these are everyday people…“
Josette Albert
”Widening the definition of what superhuman is“
Dan Brooke | chief marketing and comms officer Channel 4
It doesn’t take an athlete to be a ‘superhuman’
Yes YOU can | #BeTougherThan
Forged from our cofounders’ Paralympian Mindset, we believe we create our way. This is about being human first, leaving the rigidity of prescribed ABCs to seize your best life. We challenge you to seek discomfort. We highlight the “SUPER. HUMAN.” perspective. We advocate being a force greater than your obstacle. We explore the HOW TO instead of echoing the obstacle
– empowered and intentional.
ARE YOU READY TO # BeTougherThan ?